“Trusted Advisor” - the first time this phrase hit me was at the beginning of my CSM career. My instinctive reaction was curiosity and a nagging feeling that something was not quite right about that phrase. In the dynamic landscape of customer success, the role of a CSM is to drive value for the customer by ensuring that they achieve their outcomes while having a great experience. So, while it was clear that “trust” was essential & started at the ground floor with “earning” it, the word “advisor” felt misplaced. It felt like the CSM stood apart and dished out advice from the sidelines. Replace it with “Partner” and suddenly the CSM has found a seat at the table. But how do you get to be a Trusted Partner? The journey is long, arduous and will take time, but here are some tried and tested ways I gleaned from my mentors & colleagues… read on.
The Devil’s in the Details
To start with, learn as much as you can about the customer’s business going beyond intricacies of their industry, the challenges they face, and the goals they aim to achieve. Most likely, these have been captured during the sales cycle. Collaborate with your Sales counterparts and use it to build upon. I realized early on that with the number of customers I had (current count is at 22), I needed to document all these details in the Timeline or in the C360 so it can be referenced later. Knowing why they purchased my product(s) allowed me to immerse myself in the customer’s world, while knowing my own product(s) inside out allowed me to offer prescriptive recommendations and guidance. This elevated my role from a mere vendor to a strategic partner.
As my colleague Shawn Ferrell laid it out, this is the beginning of being a consultative partner and an extension of the customer’s strategic planning, i.e. connecting workflows and use cases to their strategic business objectives.
Don’t show up to prove. Show up to improve. – Simon Sinek
Anticipate challenges before they arise. By actively monitoring and analyzing customer data be it Health Scores, Usage data, Support cases, feedback, and industry trends, you can identify potential issues and provide proactive solutions. Instead of waiting for clients to raise concerns, take the initiative to address issues promptly, demonstrating a commitment to the client’s success and fostering a sense of reliability. What’s that you ask - read here about proactive customer success.
Nate Bartlett, another stalwart of the Gainsight CSM team explained - this will allow you to transcend the “vendor” status and will help you earn the trust of your customer. Next step is to track and drive accountability towards mutual success and once the customer sees you as a partner, is when you get to challenge them as well.
Have a POV and Convey it with Empathy
Communication is the cornerstone of any successful relationship. Trusted partners excel in transparent, open, and frequent communication. This involves not only relaying updates about products or services but also sharing valuable insights, industry trends, and best practices. But as my friend Vanessa Vadas says, while sharing honest experiences, it is important to know when you are out of your depth and know to bring in more knowledgeable counterparts into the partnership.
Paraphrasing another team mate Brady Bluhm who manages multiple global customers, you can set yourself apart by truly caring about your customers’ success, leaning in and listening so you can understand the customer’s needs clearly. Further, if you can be vulnerable and tell the truth even if it is difficult, you will build a strong relationship based on trust. By maintaining a constant dialogue (not a monologue), the inevitable result is that you build a rapport with clients, making them feel heard, understood, and confident in the partnership.
Play the Long Game
Trusted partners focus on building long-term relationships rather than short-term transactions. This involves consistently adding value beyond the initial sale, fostering a sense of loyalty and partnership. At Gainsight, we demonstrate how our value realization framework can help operationalize the customer’s outcomes through the Gainsight platform thus demonstrating quantifiable ROI. My mentor and friend, Michael Stollenwerk speaks about how you can do this in his simple yet impactful blog post. CSMs who prioritize relationship-building create a foundation of trust that withstands challenges and fosters a collaborative environment for mutual growth. Marry it with outcomes & you will be a hero!
I See You – Na’vi greeting from the movie Avatar
Being a trusted partner is more than a role; it’s a mindset! It involves a commitment to understanding the client’s business, proactively solving problems, maintaining effective communication, offering customized solutions, and building lasting relationships.
At the end of the day, customer success is not about you – it is about the customer! My colleague Joanna Kucek summed it beautifully when she said, being a “trusted partner” is about earning the right to be considered a part of the customer’s team and being able to offer recommendations that they value.
So how do you know you are a trusted partner? Some nuggets from my fearless colleague Allison Hunt:
- Your customers take action on your recommendations and best practices
- They often tell you things before they are widely public (inside intel)
- They are willing to intro you to others on their team
How do you show up in your customer’s strategy & what are your tips and tricks to becoming a Trusted Partner?
